The Influence of Brand Image on the Decision to Become Customers of Bank Syariah Indonesia

Abstract

Bank Syariah Indonesia is the largest bank asset in Indonesia reaching Rp. 239.56 trillion. However, based on the top brand index Syariah Savings phase 1 2019, BSIdoes not yet have a brand index that states it has successfully obtained the Top Digital Corporate Brand Award 2021. The increasingly tight competition has encouraged BSI to continuously strengthen its brand image to satisfy its customers although it has just been established. The study aims to see the influence of brand image on the people's decision to become customers of the bank in Depok City. It uses quantitative methods using Partial Least Square analysis. The results reveal that Brand Image, Consumer Knowledge, and Location have a significant effect on people's decision to become customers of the bank. The conclusion is the brand image has a significant effect on the people's decision to become customers of Bank Syariah Indonesia in Depok City.